Social media platforms are increasingly influential in popularising new products within the grocery sector.
- Prime Hydration, launched by YouTubers KSI and Logan Paul, rapidly became a sensation due to its social media presence.
- Little Moons achieved viral success in the UK through TikTok, illustrating the platform’s potential for brands.
- Retailers and brands can leverage social media for exposure by understanding their audience’s preferences.
- Authenticity and creativity are key for brands wishing to capitalise on social media trends.
In contemporary retail environments, social media holds significant sway over consumer behaviour and market trends. Products such as Prime Hydration have effectively utilised platforms like TikTok and Instagram to reach vast audiences. Launched by YouTube personalities KSI and Logan Paul, Prime Hydration leveraged their extensive follower base to generate substantial global sales, illustrating how social media can create demand that outpaces traditional marketing channels.
The story of Little Moons provides a compelling example of social media’s impact beyond influencer endorsements. Initially gaining traction on TikTok during the UK lockdowns, Little Moons went viral as additional users created content featuring the mochi ice cream. According to Anna Draper, the brand’s marketing head, the platform’s creator-friendly environment enabled ordinary users to share and popularise the product, ultimately drawing attention from both traditional media and everyday consumers.
Brands and retailers are beginning to understand the potential of platforms like TikTok for not just promoting, but also shaping consumer preferences. As noted by social media expert Josie Pattle, knowing the audience is paramount. It’s essential for brands to meet audience needs by producing content that resonates, solves problems, and engages community interests, thereby securing a more dynamic and interactive relationship with consumers.
https://www.tiktok.com/@user/video/7193320128237407493
TikTok’s algorithm, which prioritises engaging content over follower count, allows smaller brands to achieve visibility, challenging traditional hierarchies of influence. This aspect of the platform means that anyone, not just established influencers, can contribute to a trend, providing opportunities for brands to engage in novel and authentic ways with their audiences.
To harness the power of social media trends sustainably, brands must ensure their content is original and true to their values. M&S Food exemplifies this approach, employing local staff as social media champions who relay relatable and authentic messaging. This strategy not only boosts engagement but also fosters community trust, making the digital interaction more meaningful and impactful.
Leveraging social media platforms effectively can significantly enhance brand visibility and impact on grocery trends.
